旅游市场营销STP分析(市场细分、目标市场选择与定位).pptVIP

Market Segmentation,Targeting andPositioning Tourism Marketing Unit Delivered by: Amy Li THANK YOU See you~ Learning Outcomes After this session, you should be able to: 1. Define what is meant by segmentation, targeting and positioning. 2. List and understand the major bases for segmentation. 3. Conduct an STP analysis to your business. Different customers are looking for different benefits from the goods and services they purchase. I prefer natrual scenic spots. I prefer historical sites I like the service here. This is too expensive. The resources and capabilities of a company are limited Customer Demand Companys Resources Ive tried the best, but still cant satisfy the customer. TARGET MARKETING The key steps in target marketing are: Market segmantation Market targeting Market positioning Market segmantation The process of dividing the total market for a good or service into several smaller groups, each of which tends to be homogeneous (or similar) in all significant aspects. Benifits of Market Segmentation By using the strategy of market segmentation, a company can design products that closely match the demands of particular groups; a small firm with limited resources can compete very effectively in one or two market segments; marketers can make more efficient use of budget; marketers can use advertising media and promotional methods more effectively; How do we segment consumer markets? Segmentation Bases Geographic Examples of typical market segments Region districts, postcode areas, blocks City size under25000, 25000-100000... Urban/ rural urban, suburban, country town, rural Climate hot, temperate, cold Segmentation Bases Demographic Examples of typical segments Age, Gender Family lifecycle stage young single, young married no children, full nest family Education